El marketing relacional educativo y las nuevas tecnologías como determinantes del desempeño académico del alumno

Abstract

In this paper we seek to know how pedagogical, technological and social benefit factors, as well as the reputation of the Google for Education platform, influence student trust, and to what extent that trust determines their affective commitment and academic performance. The research is non-experimental and correlational, applying the method of structural equations, with a quantitative orientation through a structured survey. The results of the sample indicate that the students develop an affective commitment in the adoption and use of the Google for Education platform, this being the determining factor of their academic performance to a greater degree; that is, students create emotional relationships with their teacher through the use of ICT.